124 - Your Content Should Be Building Fans Instead Of Leads (Annette Cardwell, VP of Corporate Marketing at Lattice)

Hello to my wonderful listener peeps! I hope everyone had a fantastic Thanksgiving and your turkeys all turned out moist and delicious.

I am so excited to share this episode with you, this is one you'll want to listen all the way through. I reached out to Annette Cardwell because I read this article on why brands have been investing in podcasts and I saw her quote in there and it really resonated with me. I’m fascinated by how podcasts are becoming part of the entire company strategy and helping startups get deep insights, expertise, help build out their thought leadership, impact their product roadmap plus also drive sales.

Annette is VP of Corporate Marketing at Lattice. Prior, Annette was VP of Content at Brit and Co. which is one of the largest digital media companies for women with a community of 175M+!!

Lattice was founded in 2015 and has raised Series F funding ($174.2M total). Lattice is the complete people success platform that helps you put people first. When people succeed, your business succeeds. Customers include Slack, Imperfect Foods, Reddit, and Asana.

Here's what we hit on:

Tell me more about your show “All Hands,” why’d you start it, who’s it for, what content are you sharing (HINT: it's grown from 10k downloads to 49k downloads through Season 3);

What have been the podcast results, why are you going to continue doing it;

What were you working on back when you first started at Lattice summer 2019 - just closed Series B (HINT: "There were buyers but without an audience for why anyone should care, there’s not much you can do.");

How has your marketing evolved since then;

Looking ahead at your 2023 Marketing Plan, what are you starting to think about for Q1 next year (HINT: 18K members Slack community);

What’s working really well for marketing/growth - specific channels, specific content (HINT: 25K HR professionals subscribed to our newsletter);

How do you break through the noise (HINT: make them feel like you're paying attention);

What are your top marketing challenges right now;

What are 1-2 really good, creative marketing ideas you/your team have been rolling with;

Goals you want to accomplish before 2023;

Annette asks me a cool question.

You can find Annette on LinkedIn.

Find out more about Lattice.

This episode is sponsored by UMSO, the website builder for startups. Visit umso.com/MSM to learn more and use the code MSM20 for a 20% discount on your first three months.

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